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The watchdog felt the ad could have the potential to discourage readers from seeking qualified medical advice relating to impotence as it seemed to be offering treatment for this serious medical condition.

One person also complained, challenging whether the ad’s claim was misleading and could be verified.

Easylife, the catalogue that had supplied the ad, provided a list of journal references relating to the use of vacuum devices in the treatment or management of erectile dysfunction.

It said the evidence indicated successful temporary results.

The ASA noted that vacuum pumps could temporarily increase erection size by increasing blood flow to the penis.

However, although the ad included this information, Easylife had not supplied any documentary evidence to support the claim.

The watchdog also considered that readers would infer from the claims "helping to enhance potency…" and "it’s a useful aid for erection problems…" that the vacuum could treat impotency.

On these points, the ASA found the ad to be in breach of the CAP Code. It must not appear again in its current form.